Value has many meanings. So, selling value can also be ambiguous. As I talk with sales professionals about selling value, they often bring up the value of the relationship. And yes, great salespeople are awesome at building relationships. It’s an important skill (which I don’t have). I’d say most decent salespeople have this skill.
Although relationships are important, they are definitely not sufficient in B2B sales. A key skill that most salespeople are missing is the ability to help the buyer build a business case.
Most salespeople have a sense of what is valuable to a client, and probably even talk about the key features that drive value. But they don’t go through the step-by-step process of building a business case.
Many buyers probably haven’t built a business case either. Yet if they did, they would be more confident they are spending money wisely. A business case will help them justify their purchase decision.
Imagine the appreciation a customer would show to the sole salesperson who helps him/her deeply understand the value they could expect. The salesperson has probably seen many similar situations. This may be the first time a buyer is trying to buy.
Face it, customers don’t know how much economic value they will receive from buying a new product. And neither does the salesperson. Only by working together can a buyer and salesperson accurately calculate the value, important information for both parties to know.
Now to go full circle. The first (and likely only) salesperson who helps a buyer create their business case builds a stronger relationship. This salesperson is most likely to win, on both counts.
To me, selling value means helping build the business case.
Now, go make an Impact!
